A Study on the Impact of Visual Merchandising on Brand Equity with Reference to Premium Apparel Retailers

Abstract

Visual merchandises encompasses of several elements for any brand showroom to capture customer attention. Visual Merchandises for apparel brand showroom includes elements like interior design, lightning, music, retailer explanation about product and display in the brand showroom. Since most of the customer wants comfortable shopping experience visual merchandise plays significant role to keep them longer in the apparel brand showroom. Developing strong brand is provides significant development for financial development of brand firms. To achieve these many firms uses brand equity model to increase customer satisfaction level. These brand equity model contains brand awareness, brand association, brand loyalty and perceived quality of brand. The main objective of this research is to examine impact of visual merchandise on apparel brand. In this research previously studied about various elements of visual merchandises on selected apparel brand showroom. Advantages and disadvantages incorporated with visual merchandises on apparel brand are examined. Since brand equity plays the important role for any kind of product this research analyzed about impact of visual merchandise on brand equity. Further in this research examined about various novel ideas adopted by retailers to make effective visual merchandise also analyzed in this research. newlineFor examining impact of visual merchandise on apparel brand data are collected from 1500 samples though structured questionnaire. On examination of collected data it is observed that most of the people attracted by visual merchandise of showroom but 247 people show their disinterest towards visual merchandise of apparel brand showroom. Among collected samples 25 samples are retailers of the apparel brand showroom to examine the innovative technique used by retailers in visual merchandise to attract customer attention towards their brand showroom. Results of this research reveal that visual merchandise has direct impact on brand equity. Other than visual merchandise quality of the apparel brand is the most important factor for increasing sales rate of brand. Few of the customers alone not show much interest towards visual merchandise of the selected apparel brand showroom. On the whole visual merchandise has direct impact on brand equity model of apparel brand. newline